The Royal Society for the Prevention of Cruelty to Animals (RSPCA) is a charity operating in England and Wales that promotes animal welfare. They are funded primarily by voluntary donations and are a leader in bringing new ways for members of the public to engage with the brand through Digital Channels like Amazon Alexa.
Taking into account the massive rise in adoption of smart speakers and voice technology in 2021, the RSPCA decided to invest in services from Amazon Alexa and Google Assistant as a new way to reach, educate, and drive charity donations from members of the UK public.
The Insight
More people than ever are purchasing voice technology and using it in their daily lives as a way to engage with brands. As of Q4 2021:
63% of the UK population have access to a smart speaker.
86% of UK consumers under 54 yrs have used their voice to interact with some form of digital device in the last month (that includes smartphones, smartspeakers, smart TV’s, etc).
42% of UK voice users use voice at least daily whilst 89% use it at least weekly.
37% of UK voice users are using their voice devices at least daily for searching and answers (74% weekly).
Many UK charities including the NSPCC, Comic Relief, and the WWF experimented with Voice Donations in 2021.
The Marketing Execution
Working together with the RSPCA, Voxly Digital built a Voice Charity donation service on Amazon Alexa and Google Assistant. Users can simply ask their Voice Assistant for The RSPCA to get started.
They will then hear content about the RSPCA’s current charity campaign and have the opportunity to enter into a charity donation journey. Specific features we built include:
Content about the RSPCA
Capture Expression of Interest
Phone Number Capture
Marketing Opt-in
Newsletter Opt-in
Data capture provided to RSPCA in real-time
The Campaign
The RSPCA partnered with Royal Mail and sent out door drops in H2-2021 to a select group of UK households.
Why not make a donation today through Amazon Alexa to the RSPCA.
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